The current state of gastronomic tourism in Kazakhstan

Introduction

In the field of economy, the areas that interest people are becoming more complex, one of them is gastronomic tourism. Gastronomic tourism is a type of tourism that is developing very quickly compared to other types of tourism. Gastronomic tourism refers to the travel of tourists and visitors who want to taste the food of a particular region or participate in gastronomic activities while visiting certain places.

For the first time, the term culinary tourism was written in 1998 by L. Long, associate professor of the Department of Folk Culture of the University of Bowling Green, Ohio, USA. In other words, gourmet tourism is a vacation aimed at getting to know the country's national cuisine, the peculiarities of production and preparation of products and dishes, as well as improving professional training and knowledge. Gastronomic tourism has become one of the most innovative areas of tourism in recent years. Tourism is part of the globalization process, which is significantly affected by the Schengen Agreement [1].

Methodology

Food, wine and beer lovers, as well as those interested in cooking or baking, as well as the history of certain foods and cuisines, can choose from a wide range of culinary tourism attractions listed on several websites around the world today.

For example, cooking courses in Paris or visiting a French cooking school are also options for French food lovers [2]. Italy, Spain and other Mediterranean countries offer rural holiday homes where you can not only stay for a long time, but also learn to cook and learn about regional cuisine. Some destinations, such as the Culinary Institute of America, offer culinary tours and special dinners where tourists visit various restaurants, cafes, and bistros, meet chefs, participate in culinary seminars, or events hosted by chefs from culinary institutes and schools [3]. Today, programs and events are available for those interested in learning about local industries, restaurants, new trends and culinary skills.

Since the basis of culinary travel is the desire of tourists to know the gastronomic taste and tradition of the host country, to study its history, culture, customs and traditions with the help of cuisine, the organizers of such trips believe that when creating a tour route, myths and legends related to the origin of food should be used.

Taking into account the myths and legends about the food and nutrition of some countries, which are often used in excursions of culinary routes carefully developed by ethnographers and historians, it is possible to suggest considering this method of route organization in a concrete example [4].

According to the Michelin Guide, the top three culinary leaders in the premium segment of the global catering market include Italian, French and Asian national cuisines. Table describes the list of features of world festivals of the world's gastronomic centers.

Table

Features of world festivals [8]

Kazakhstan, like the majority of CIS nations, has developed gastronomic tourism, but it is not very well. It is possible to assert that Kazakhstan does not offer entirely gastronomic tours; rather, the main travel programs only include a portion of this type of tourism. Additionally, there is currently no established system for culinary tours. Despite this, Kazakhstan will soon be ready to market itself as a provider of gastronomic tours. The fact that the tourism industry committee of the Republic of Kazakhstan's Ministry of Industry and New Technologies (MINT) has recognized the significance of this type of tourism development is no accident.

Tourism includes exposure to culinary heritage. In addition, there is a route that leads to a study of traditional cuisine that is more in-depth and examines how social, cultural, commercial, technological, economic, and health contexts are understood and interpreted. It is also important to note that the tourism aspect of food has a strong ethno geographical component because tourists are more interested in food as a phenomenon of household culture that develops in particular geographical conditions than they are in the technology of its preparation. The relationships between people in society, as well as the customs and behaviors that are typical of this nation, are reflected in the country's cuisine, which is closely linked to other aspects of life.

However, a number of prerequisites must be met for the successful positioning of national cuisine in order for it to attract tourists in large numbers:

• in the national passion court;
• advantages offered by regional kitchens;
• authentic cooking space;
• the existence of culinary history;
• assortment of public dishes;
• the existence of a national legend;
• benefits for health;
• the availability of a variety of distinctive dishes that serve as the foundation for the national culinary image.

On the basis of this, it is possible to assert that Kazakhstan possesses sufficient resources for the expansion of its culinary brand. As a result of the presence of culinary brands like Parma ham, Italian pasta, Greek moussaka, and so on, branded goods become an essential part of an area's image and the territory gains additional fame. In Kazakhstan, the gastronomic brands incorporate ayran and kumys, koninu, kumys and shubat, kurt.

Kazakhstan lacks a well-developed food network and high-end restaurants to support the growth of urban gastronomic tourism, but the country has enough resources to support rural gastronomic tourism. When tourists visit natural attractions in remote parts of the country, they frequently stay with the locals and can sample local cuisine.

Kazakhstan's culinary tourism should grow in this direction as a result. These rural food tours, on which you can not only sample Kazakh cuisine but also learn about the customs of local food preparation and become immersed in the nomadic Kazakh way of life, will be culturally and educational.

Gastronomic ethnotours in Kazakhstan can be a real adventure for a foreign tourist who wants to get away from the routine of the modern world and live like nomadic tribes did. They will help to learn about the local people's way of life, their rich culture, and traditions through the lens of national cuisine.

Results

The World Tourism Organization has prepared the Global Report on Food Tourism (UNWTO), which provides a comprehensive analysis of the current situation in the field of gastronomic tourism. According to the results of a large-scale survey, 79% of respondents named gastronomic activities as the most important gastronomic tourism product for the development of the territory. They are gastronomic itineraries, cooking classes, workshops and seminars (62%), fairs and exhibitions showcasing local products and cuisine (59%), and finally, trips and excursions to markets and food establishments, in descending order [9].

Another trend of tourism consumption is "demand for creativity". Creative processes have become a source of formation of innovative tourist products. Creativity means, among other things, participation in processes, transition from passive consumption to active consumption. Today, many tourist centers are working to create, support and develop a gastronomic brand (Maldives, Salt Lake City, Popayan, Chengdu, Catalonia, Estonia, etc.).

Conclusion

In conclusion, gastronomic festivals in general can serve as a means of branding and promoting tourist destinations, but to varying degrees depending on the nature of the festival and the destination itself. For small destinations (small towns and rural settlements), popular and large-scale gastronomic festivals that attract a large flow of tourists serve to one degree or another as a means of forming and promoting their brands. However, this role may not always be fully recognized by local tourism companies. Perhaps this is due to the fact that gastronomy is still a relatively young and understudied component of territorial branding [13]. Another important factor behind the lack of activity of tourism companies in promoting such events may be the lack of or insufficient development of infrastructure, which is primarily reflected in the lack of accommodation in small towns. Therefore, it seems inefficient to build large hotel complexes for small destinations where certain events are held once a year.

In such cases, the problem of accommodation for festival visitors is often solved by renting housing from local residents or living in nearby settlements. However, these accommodation options are characterized by a low degree of comfort and are often popular among independent tourists.